quote: 17/7/2008: IMAX JV WITH HOYTS FOR MORE BIG SCREENS In a new joint venture, Hoyts and IMAX will install four IMAX cinemas within Hoyts complexes. The first three will be installed at Hoyts, The Entertainment Quarter in Sydney, Hoyts Highpoint in Melbourne and Hoyts Carousel in Perth. These openings are scheduled to coincide with the opening of Harry Potter and the Half Blood Prince on December 11. A fourth IMAX auditorium will also be installed within a Hoyts cinema in Melbourne in 2009.

“IMAX is a widely recognized and very successful brand in Australia, and we are excited to open these locations in partnership with them to offer our customers the world’s most immersive cinema experience,” said Delfin Fernandez, CEO of Hoyts Cinemas. “IMAX offers a cinematic experience that people can’t get at home or in a conventional cinema, and this unique offering has proven to drive incremental attendance at the multiplex. Additionally, the IMAX Digital projection system eliminates the need for film prints, which enables us to offer our customers a wider range of content.”

The deal marks IMAX Corporation’s first international joint venture and doubles IMAX’s footprint in Australia.

“Entering into a partnership with one of the largest exhibitors in Australia is a fantastic way to initiate our international JV business, and it adds to the momentum of our overall digital growth strategy,” said IMAX’s Co-Chairmen and Co-CEOs, Richard L. Gelfond and Bradley J. Wechsler. “Hoyts is a top-notch exhibitor with a commitment to innovation and expansion, and we believe this partnership will strengthen our presence in the region.”

posted 08-16-2008 12:56 PM
We have, or at least had a perfectly working IMAX venue that no one went to. It sat derelict for many years, and was recently gutted of anything of value to my understanding. We still have the dome screen, but I'm sure attendances aren't great.

posted 08-18-2008 04:18 AM
So these Digital IMAX will only show Hollywood converted titles? When they are showing 1.85 titles they increase the screen height? When they are showing scope, they reduce it? Basically they are then common width theatres? And will they run anything BUT Hollywood stuff; no IMAX ratio titles? So how much bigger than a typically big theatre screen will their scope image be than your typical big screen conventional theatre?

So I guess what I am asking, what will differentiate a Digital IMAX/Hoyt Theatre running nothing but Hollywood product from any other conventional Hoyt with a large screen?

quote: â€œIMAX is a widely recognized and very successful brand in Australia

If it was that successful why did the Brisbane, Adelaide theatres get converted into conventional cinemas and Perth both the dome and new flat screen close?

Sydney was the big success, but it had noting to do with Cinema Plus who opened it with mostly ex hoyts staff.

Its location( Darling Harbor a tourist attraction) and its scale ( largest screen in the world) were all the results of John Wylie, a film maker who made "Antarctica" 15/70mm production. Australias 2nd most profitable film of all time ( after Crocodile Dundee) He was shafted just before the venue he imagined was opened.

Imax probably would have had a great reputation in Australia if he had been kept. Adelaide, Brisbane and Perth Imax venues were built in cinema districts (?) and Melbourne was built in a traditional location of a museum but opened several years before the museum, all built with the profits from Sydney Imax which was the most profitable Imax venue in the world at that time.

I will never forget explaining to the general manager who was on big bucks when I started, that the theatre was a mess and had no operational logic.

An example was that outside the building had lots of displays for forthcoming attractions but none inside the foyers etc. Traditionally single screen cinemas were designed that everything before the tickt box was designed to get you in right now, everything after was to get you back ASAP. Basic stuff. Seeing 500 people per hour with Everest tickets in hand, queing through complex Everest promotional displays, waiting to be let into the theater was such a waisted oportunity for return business. If they had at least explained what IMAX was to this captive audience they might have sold some t shirts.

I wonder what Hoyts will do with Mini Max. Greater Union now call their 20-25 metre screen cinemas G MAX ?

Is it possible to upload an audio file here? I have my IMAX intro voiceove that opened the Melbourne, Adelaide and Brisbane venues that I would share if I knew how.

posted 09-27-2008 07:52 AM
Cameron,Just upload the file anywhere and post the link here. I do voiceovers myself for the Imax (real giant screen GT 3D Imax) in Buenos Aires and am really curious to see how you do it.

It is my opinion that when Imax came up with the MPX (multiplex-sized-screens) they should have differentiate it from GTs and SRs, by calling it someone else (i.e. Imax´s Baby Brother). Don´t get me wrong. I see exactly why they were forced to move in that direction to stay alive. However I still think that they should have set it aside from it´s BIG BROTHER.I can also understand why they (had to) come up with the DMR system to convert Crappywood films to 15/70. Arguably the reason why they are still around.

Now they come up with [D] Imax (Is that how they are calling it?) on a MPX-sized-screen. And STILL they call it Imax!!! (And not Imax´s Digital Cousin or something else).

My point being: For average Joe (9 to 5 accountant), what is left of the Imax reputation? It used to be giant screens, giant sound, incredible images and the only serious 3D effect anywhere. Now, when you buy an Imax ticket, you can get one of 3 VERY DIFFERENT experiences. (Where 2 of them cannot be distinguished from a big multiplex screen)If baffling and ultimately discouraging audiences to go to Imax was the idea behind this, they I say they are on the right track.

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